Highland Park’s longest-serving ambassador, Martin Markvardsen, is coming to Bulgaria to share in an official preview the rollout of the brand’s new world

The brand ambassador who embodies the spirit of the Scottish distillery will be among the special guests at the largest whisky festival in the Balkans

Highland Park’s longest-serving brand ambassador in the world - Martin Markvardsen - will be the special guest at this year’s Whiskey Fest Sofia. His presence at the twelfth edition of the largest whisky festival in the Balkans, which will take place in Sofia from October 31 to November 2, highlights the long-standing commitment and appreciation of the Scottish distillery towards the Bulgarian audience.

During the festival, Bulgarian enthusiasts will have the chance to immerse themselves in the world of Highland Park through a special tasting session with Martin and to hear directly from him what makes this whisky truly “different by nature.” In addition to sharing the secrets behind its distinctive taste, he will also unveil the brand’s new look, which will roll out in Bulgaria from 2026. Inspired by the natural beauty and creative spirit of Orkney, the refreshed packaging celebrates the many ways in which the Islands’ unique location and community continue to inspire Highland Park to craft a different kind of whisky.

With nearly 36 years of experience, Martin Markvardsen is a true legend in the whisky world. His passion began with a trip to Scotland that inspired him to dedicate his life to the culture of one of the most beloved drinks in the world. He has worked in numerous distilleries, served as whisky manager at the iconic Quaich Bar in Craigellachie - home to more than 780 different malt whiskies - and for almost two decades has been the face of Highland Park worldwide. Known as a “true ambassador of the amber liquid,” he has remained loyal to whisky, never touching beverages made from grapes. Among Martin’s international distinctions are Master of Malt (2000), Keeper of the Quaich (2009), Icon of Whisky Global (2018 and 2022), and Master of the Quaich (2021) - honours that place him among the most respected figures in the whisky industry. During the festival, Bulgarian enthusiasts will have the chance to meet him in person and hear his stories.

Far from the mainland and far from the mainstream, Highland Park was founded more than 200 years ago in Orkney, an archipelago off the northeastern coast of Scotland defined by amazing natural beauty and the creative spirit of its inhabitants. Here, trees find it difficult to grow due to Orkney’s windy weather, meaning the islands’ peat is infused with floral heather, rather than woody roots. This peat is used to create a distinctive whisky with a subtle hint of aromatic smoke that cannot be replicated anywhere else in the world. It’s this unique natural and cultural context that gives Highland Park both its distinctive ethos and its distinctive award-winning flavour. 

In every bottle of Highland Park, the complexity that come from long maturation in sherry-seasoned European and American oak casks can be found. This, combined with the traditional method of hand-turning and floor-malting the barley, gives the whisky its distinctive character that continues to win high acclaim. It is this unique combination that has brought Highland Park global recognition. In fact, in 2025 Highland Park 12 YO won Double Gold at the San Francisco World Spirits Competition, while Highland Park 18 YO was named the “#1 Greatest Single Malt” by Robb Report. Throughout the years the distillery has also earned numerous gold awards from the International Spirits Challenge and World Whiskies Awards.

In Bulgaria, Highland Park reaches its fans as part of the Coca-Cola HBC Bulgaria 24/7 portfolio.

Anyone wishing to be part of this unique whisky experience with Martin Markvardsen and the iconic Highland Park can purchase a ticket here.

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